In responding to Brand Architecture briefs BB&A explores multiple channels of inquiry prior to creating a customized recommendation. Our approach includes, but is not be limited to:

  1. Looking from outside in: What other brands’ practices tell us about a potential architecture
  2. Looking from inside out: What consumer insight tells us about potential brand architecture
  3. What “boundaries” the brand can stretch to based on existing equity, scope for stretch etc.
  4. Business-scope widening questions, such as Ted Levitt's famous, “What business are you really in?”

Through our interest and work on the subject we see essentially 4 architecture models.

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BRANDED HOUSE

All sub-brands use the same master brand and are separated by their category descriptors.

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HYBRID BRANDS

Combine Branded House & House of Brands. There's a flagship brand + a portfolio of brands 

 

Read more about our views on Brand Architecture

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HOUSE OF BRANDS

Independent brands which often compete with each other held by a single category/company. 

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ENDORSED BRANDS

A brand and/or holding company endorses sub-brands, each with an independent positioning